Google AI Overviews Now Dominate Branded Searches

Google's AI Overviews are now appearing frequently on branded searches, with significant fluctuations in visibility throughout September. Data from DemandSphere shows that AI Overviews appeared for 26.12% of tracked branded queries on September 1, peaking at 90.48% on September 27, and settling at 82.06% by September 29. These figures cover all markets and devices, though the exact number of keywords tracked remains unspecified.

Other sources, such as Ahrefs, report higher initial figures, noting that 65.1% of U.S. desktop branded keywords displayed AI Overviews in August, rising to 82.91% by September 29. While both datasets agree that the rate exceeded 80% by late September, they differ on the magnitude of the increase. Chris Long, co-founder of Nectiv, observed AI Overviews for 93 out of 100 enterprise brands he tested, while Search Engine Roundtable's Barry Schwartz confirmed similar findings, except for searches involving Google's own name and news publications.

Google has not officially announced any changes related to branded queries, and the data shows variability in AI Overview appearances. For instance, the rate jumped to 57.43% on September 18 but dropped to 31.15% the next day, fluctuating between 30% and 57% for another week before stabilizing above 80% by late September. It remains unclear whether this trend will continue.

The rise of AI Overviews in branded searches is significant because these queries typically come from users already familiar with a company or product. The inclusion of AI-generated summaries alters the search experience, potentially impacting click-through rates and visibility metrics. Marketers must now monitor not just rankings but also the content and accuracy of AI Overviews, including how their brand is represented and which sources are cited.

To assess the impact, Semrush recommends identifying branded queries that trigger AI Overviews, comparing pre- and post-AI Overview click-through rates in Google Search Console, and reviewing the AI-generated content for brand mentions and citations. The AI Visibility Toolkit can help track brand mentions across AI Overviews and other platforms, providing a more comprehensive view of branded search visibility.